By Lisa Johnston
New products on display at the American International Toy Fair, held in N
PHOENIX -Mitek said its triumvirate brand strategy-Coustic, Xtant and MTX-has resulted in 2000 sales reaching $140 million, exceeding the company's five-year goal of reaching $100 million by last year, said CEO Loyd Ivey.
The company unveiled its 2001 strategy at CES earlier this month, citing a heftier marketing budget for the Xtant competition line, a six-sided Xtant subwoofer, a new 4,000-watt subwoofer under MTX, and the addition of coaxial speakers to the Coustic brand.
Mitek is putting a heavy emphasis on Xtant subwoofers, showing new hexagonal subwoofers under the X series that provide a 10 percent increase in cone space over round woofers, the company said. Available in 10- and 12-inch sizes, the 12-inch units deliver 2,000 watts total power. Suggested retail prices range from $299 to $349.
Xtant will also offer new cases on its amplifiers, which will ship in primer form so retailers can paint them to match the car.
Under MTX is a new 56-pound subwoofer called the model RFL 152. It has a cast-aluminum frame that can completely unbolt, uses dual 2-ohm voice coils, and ships with a field replacement cone kit (in case a competitor blows a speaker). The 4,000-watt subwoofer comes in bright red at a suggested retail price of $800.
Ten new amplifiers debuted under the MTX Thunder 4000, 6000 and 8000 series, featuring a new surface mount design
Mitek said the Coustic brand, selling amplifiers only, doubled sales in the year's time since it was purchased by the company.
Coustic will now offer nine coaxial speakers at aggressive pricing. The speakers will sport the same yellow cosmetics as the amplifiers and will handle between 30 and 100 watts. The cones for the new line feature Kevlar-impregnated material with a butyl surround.
One model, the HP65.2, is a 6.5-inch coaxial with 2-ohm impedance, while the other speakers have 4-ohm impedance in sizes ranging in from 3.5 inches for the model HP35.4, to 6 x 9 inches for the model HP693.4.
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